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Interesting and surprising statistics about digital media and devices. Compiled & curated by Dan Calladine, Aegis Media - dan.calladine@aemedia.com -
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Friday, 23 November 2012

Twitter users are more likely to buy online than other internet users

"Twitter users are more likely to buy online than other Internet users, according to a new report from marketing research firm Kantar Media Compete and Twitter. 95% of Twitter users between Aug. 1 and Oct. 14 visited retail web sites, compared with 90% of all Internet users.
Moreover, consumers who see retailers’ Twitter posts, or tweets, are more likely to buy online.
The report is based on an analysis of 2,000 consumers viewing Twitter on a PC who saw at least one retailer’s tweet between August and mid-October. The report found that 38.9% of consumers who viewed at least one retailer’s message subsequently made an online purchase during the study’s timeframe. That compares with 33.4% of a control group of Twitter users who did not see any retailers’ tweets and 26.9% of all U.S. Internet users.
Consumers seek discounts on social networks, but few want to buy
The report also found that frequency matters—that is, the more consumers are exposed to tweets from retailers, the more likely they are to visit a retailer site and make a purchase.
As evidence of that, the report points to the following findings:
51.4% of consumers exposed to 12 or more tweets made a purchase on a retailer site (not necessarily the site of the retailer that sent a specific tweet).
45.9% of consumers exposed to five to 11 tweets bought online.
34.4% of consumers exposed to two to four tweets bought online.
33.4% of Twitter users who were not exposed to a retailer’s tweet bought an item online.”
Source: Internet Retailer, 21st November 2012